Remember when James Franco carved Brad Renfro‘s name into his arm with a switchblade, all in the name of art? Well the fruits of James’ latest artistic labor have been revealed for the world to see on a huge Gucci-sponsored billboard in West Hollywood.

The billboard shows the 33-year-old actor having the word “Brad” etched into his right shoulder with a switchblade, Just Jared reports, as a tribute to his close pal Brad, who passed away in of a heroin overdose at the age of 25 in 2008.

James and Brad starred together in the 2002 film Deuces Wild.

The pictures featured on the billboard are from James’ new art project, Rebel — an exhibition at the Venice Biennale in honor of the film, Rebel Without a Cause.